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HomeEquity Bank Empowers Canadian Homeowners with New Brand Platform that Empowers Retirees



After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the CHIP Reverse Mortgage, announced the launch of a new brand platform today. Created in partnership with Zulu Alpha Kilo, the new brand introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign that is intended to set the brand up for continued long term growth.

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” says Yvonne Ziomecki Executive Vice President – Marketing and Sales. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

The work to kick off the brand relaunch encompasses both traditional and non-traditional creative executions. All of the work tapped into insights gleaned from national research, in speaking to Canadians aged 55+ about retirement planning. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they take matters into their own hands. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The parents end up getting a lesson from the older, but spry homeowner who overhears the conversation.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch was a web site refresh, digital ads, and series of ambient executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: “SOLD On Staying Put.” Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.



“This is about empowering retirees,” says Zak Mroueh, Chief Creative Officer and Founder at Zulu Alpha Kilo. “There is a huge misperception about what it means to be retired. People feel patronized when they’re pressured into something they don’t want to do – like selling their home. We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by OMD and PR by Jacki Nelson of Nelson Connects.

About HomeEquity Bank
HomeEquity Bank, a federally-regulated, Schedule 1 Canadian bank, is the only national provider of the CHIP Reverse Mortgage™ solution. Founded 32 years ago, HomeEquity Bank has been helping Canadian homeowners aged 55+ access the value of the equity they have in their homes, maintaining ownership of their home, until they make the decision to sell. HomeEquity Bank has ranked on the Canadian Business and PROFIT’s 28th and 29th annual PROFIT 500 list, the definitive ranking of Canada’s Fastest-Growing Companies. HomeEquity has also been recognized as an Aon Best Employer – Canada 2017.


Credits:

Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producer: Jac Benoit, Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Nelson Connects
PR team: Jacki Nelson
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh


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The One Club Launches 2019 One Show Call for Entries


NEW YORK, August 9, 2018 — The One Club for Creativity, the world's foremost non-profit organization recognizing creative excellence in advertising and design, today launched a teaser to a humorous new “Win Pencil, Draw Respect” campaign developed by Toronto agency Zulu Alpha Kilo to announce the call for entries for the prestigious 2019 One Show awards.

The One Show entries can be submitted now at http://www.oneshow.org. First deadline is September 30, 2018, followed by November 30 and final deadline for entry of January 31, 2019. One Show juries will be announced shortly.

The campaign is being teased now with posters, banners and simple animated videos, to be followed by a series of online videos in the fall. The work uses before-and-after scenarios to depict how the life of a creative person improves dramatically once they win a coveted One Show Pencil: bosses put more faith in you, you get to work on better briefs and maybe even get a raise and better office. But most of all, you get respect.

One very timely poster shows four vertically stacked One Show Pencils on a dark background. The caption for the top spot featuring the Gold Pencil reads “You Make Bogusky Want To Come Back”, followed by the Silver Pencil with the caption “You Make Recruiters Call” and the Bronze Pencil with “You Make Peers Jealous”. The bottom spot on the poster shows the empty outline of a One Show Pencil, implying no Pencil has been won, with the caption “You Make Grande Soy Macchiatos”.

One animated video entitled “Not Hiring" starts with “We’re Not Hiring Anyone”, and is then expanded to read ““We’re Not Hiring Anyone But You”, with the words “But” and “You” superimposed on two Gold Pencils and inserted into the original sentence.


The video “Recruiters” begins with “Recruiters Stop Calling”, then expands to read “Recruiters Won’t Stop Calling” with the addition of a Gold Pencil. All teaser videos end with the “Win Pencil, Draw Respect” tagline.


“We’ve heard many stories from creatives over the years about how winning a One Show Pencil propelled their career to the next level,” said Kevin Swanepoel, CEO, The One Club for Creativity (www.oneclub.org). “So while this campaign from Zulu Alpha Kilo is tongue-in-cheek, it hits home because the message rings true.”

“I’ve always been a fan of the One Show’s high creative standards, so it was really an honor to be asked by The One Club to develop this work,” said Zak Mroueh, chief creative officer and founder, Zulu Alpha Kilo (http://www.zulualphakilo.com). “In developing this campaign, we tapped into the ultimate outcome of gaining industry recognition by winning one of the world’s most highly coveted accolades: respect.”


Category Changes
A number of changes are being announced to this year’s One Show categories in order to keep ahead of the industry.

New disciplines this year include “Creative Effectiveness”, “Creative Use of Data”, “Digital Craft” (formerly UX/UI, includes all craft categories in “Interactive” and “Mobile”), “Experiential & Immersive” (replaces “Responsive Environments” and includes all immersive work previously in “Cross-Platform”), “Integrated” (previously “Cross-Platform”), “Interactive & Online (previously just “Interactive”) and “Radio & Audio” (previously just “Radio”).

In addition, The One Show will now for the first time accept submissions for the coveted Green Pencil, recognizing excellence in environmentally-conscious advertising and design. In past years, Green Pencil entries were based on nominations.

This marks the second year the One Show will have a standalone discipline for Health, Wellness & Pharmaceutical, judged by a dedicated jury of healthcare advertising professionals for brands and agencies to recognize the best work in the field from around the world.

It’s also the second year for the One Show Mobile-First Video Advertising category, sponsored by Facebook. The category was established for video that is specifically created for use on mobile devices. Entries must be in vertical format, comprehensible with and without sound and created to promote a brand product or service. New this year, the Mobile First is split into two categories: one for videos over 15 seconds in length, and one for video 15 seconds long and under.

Swanepoel adds that entering work in the One Show also helps the industry overall because The One Club is a global non-profit organization that uses awards revenue to give back to the industry through nearly two dozen education, professional development, gender equality and inclusion and diversity programs for creatives around the world at all levels.

For more information, please visit http://www.oneshow.org.

Zulu Alpha Kilo is a Toronto-based creative agency with staff of over 100 full-time “Zuligans”. Zulu made headlines globally when they were the first non-U.S. shop to ever be named as Ad Age’s Small Agency of the Year in 2016. In 2017, Zulu was again named as Ad Age’s International Small Agency of the Year. More recently Zulu was ranked as one of the top agencies in the world on the WARC 100 list for commercial creativity effectiveness coming in at #29 globally. In 2018, Zulu was named one of Canada’s 50 Best Managed Companies by Canadian Business. This past spring, Zulu was featured in Forbes magazine as one of the top 25 small companies in North America. The agency’s client roster includes brands such as Bell, Cineplex Entertainment, Tim Hortons, Uber, ParticipACTION, Whirlpool and Nikon.

The One Club for Creativity, producer of the prestigious One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing focusing on creativity of idea and quality of execution. The ADC Annual Awards honors the best creative work in terms of craft, design and innovation across all disciplines. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.


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